第6章-咖啡营销方案.docVIP

前言 位于汉科一巷的城南旧事咖啡馆，是一个别有风味的地方。从2011年4月份正式营业到现在，它已经汇聚了一批独属于自己的钟情客户，并且以自身独有的特色服务着周边不同的消费群体。美味独特的饮品、高雅闲适的室内氛围以及服务第一的经营理念使得城南咖啡馆在附近众多的饮品店中脱颖而出。在实地走访中，我们发现，城南旧事咖啡馆在自身的发展中也存在这样或那样的瓶颈。知名度不高，严重制约着市场的拓展；相关原材料的供给困难，则是本店特色饮品生产最大限制性因素……如何击碎本店发展瓶颈，已经日益成为本店发展急需解决的问题。为了打破本店在经营过程中的限制性因素，提高市场认知度，并为更多的消费者提供更优质的服务，在通过实地调研考察以及对调查问卷的整理分析后，我们进一步明确了本店在经营过程中的优势与不足、机遇与威胁，切实分析市场，并依据实际情况制定出合理的营销方案。相信这份策划书，一定可以为城南旧事咖啡馆的经营打开新的局面。 目录SWOT分析 一、城南旧事咖啡馆优势分析································12 二、城南旧事咖啡馆劣势分析·······························12 三、城南旧事咖啡馆外部机遇分析···························12 四、城南旧事咖啡馆外部威胁分析····························13 五、SWOT分析结论·······································14 第三部分 STP分析 一、市场细分··············································15 二、目标市场··············································16 三、市场定位··············································17 第四部分 购买决策分析 一、消费者市场特点········································20 二、消费者购买行为模式····································21 三、影响购买行为因素分析·································21 四、改变消费者态度·······································24 第五部分 购买决策过程 一、消费者购买决策的角色··································24 二、购买行为类型·········································25 三、购买者准备状态········································25 四、购买者心理状态········································25 五、消费者购买心理过程····································26 六、购买决策过程··········································26 七、消费者满意度··········································27 第六部分 营销目标 一、市场占有率···········································28 二、品牌知名度············································29 第七部分 营销策略 一、产品·················································30 二、价格·················································30 三、渠道·················································30 四、促销·················································31 第八部分 行动方案 一、短期行动············································32 二、中长期行动··········································33 三、预期效果·············································34 第九部分 预算 一、财务预算·················